In addition to standard translations and proofreading, sometimes our clients ask us for transcreation. This is a type of translation where the text needs to be approached more creatively because it can contain a play on words, rhyming, slogans or is related to specific graphic content and it needs to stay consistent with it. All these aspects need to be transferred into Slovak so that the resulting text sounds good, but at the same time is not foreign to the target culture. A more significant deviation from the source is therefore acceptable. Interestingly, the whole process is also more dynamic, because sometimes the source text changes during the course of the translation (if the client additionally modifies their materials).
Recently we worked on two such assignments for a global marketing agency. These included promotional campaigns for the EU and for a well-known e-commerce giant.
The specifics of these projects were that the linguist had to prepare not one, but three versions of the translation, each of which had to be translated back into English for the client’s reference. It also had to include comments about each proposal and our preferred choice (together with the reason why). After proofreading and incorporating the changes and feedback from the client, this was followed by several rounds of annotating and checks of the graphic and linguistic accuracy of the resulting materials (these included banner ads for TV and social media, the wording of the radio ad and the subtitles of the YouTube video).
PROJECT OVERVIEW
Industry: Marketing – propagational, recruitment and e-commerce content
Project Duration: Summer 2022
Project volume: Approx. 127 hours. The wordcount for these projects was not very big but the client had very specific requirements
Project Type: Marketing, propagational and recruitment content, e-commerce
Target Languages: Slovak, Estonian, Lithuanian, Latvian, Croatian, Bosnian, Slovenian, Serbian, Montenegrin
Feedback: Good feedbacks with some back and forts to implement changes from in country reviewers.
Team exe